Discover the Texture Trend: Why ‘Dubai Chewy Cookies’ Are Revolutionizing Asian Desserts

From dessert counters to coffee shops to casual dining, brands are launching products that put texture front and center. Shoppers today want more than just flavor — they’re after memorable mouthfeels and playful eating experiences, and texture-driven consumption has become a major trend.

Industry insiders say the craze kicked off with DuJjonKu, the so-called "Dubai Chewy Cookie." Its addictively chewy-yet-crispy bite captured attention and sparked curiosity among consumers.

While interest in DuJjonKu itself has cooled a bit, the broader "Dubai-style" category — often featuring kataifi (shredded pastry) and pistachios for a nutty crunch — has firmly taken root in the market.

Franchise names like Paris Baguette, Twosome Place and Noted, along with snack makers such as Haitai and Lotte Wellfood, have all kept the momentum going by introducing Dubai-style items.

This month another texture-forward treat is trending: butter tteok.

Butter tteok traces back to a Shanghai dessert known as huang you nian gao. Chefs mix glutinous rice flour with tapioca starch, then add milk and butter. The result: a crispy exterior and a chewy, pillowy interior — a dessert that’s as much about feel as it is about flavor.

Food brands are already capitalizing on the craze. Ediya Coffee rolled out a condensed-milk–drizzled butter chewy mochi that became wildly popular, and Shinsegae Food now sells butter tteok through Traders Bakery.

Texture is a selling point in snacks, too. Orion’s Kkobuk Chip, launched in 2017, built a following with its four-layer construction and signature crunch. It’s now a K-food favorite beyond Korea.

Last year, Kkobuk Chip exports reached 38 billion KRW (28.5 million USD) — roughly a 27% increase year over year — showing that texture can be as powerful a competitive edge as taste.

Restaurants are also leaning into texture to stand out.

bhc introduced Kwasak King in February last year, highlighting a crispy crumble made from potato, corn and rice plus the chain’s proprietary frying technique. The result is an unmistakably crunchy bite — and the product sold more than 7 million units within a year.

Burger King beefed up its chicken-burger lineup with two versions of The Crisper. The original The Crisper and The Crisper Bacon & Cheese both emphasize a crunchier texture than previous offerings, helping chicken burgers climb to a 31% share of the chain’s sales mix.

This year, café chains have begun emphasizing texture even in drinks.

Last month, Starbucks launched the AeroCano, which uses aeration to create a fine foam on an Americano. By injecting air into espresso shots and ice, the drink produces a silky foam that softens espresso’s natural boldness and bitterness into a lighter, smoother sip.

The response was immediate: Starbucks sold 1 million AeroCano cups within seven days — the fastest any of its iced beverages has ever hit that milestone.

Other chains are following suit. Backdabang introduced an Air Foam Americano, and Compose Coffee rolled out an Airy Americano, signaling that competition over smooth, textured mouthfeel is heating up in the beverage space.

Industry observers expect the texture race to continue. As food-production techniques level up, it’s getting harder to stand out on flavor alone; brands are using texture to create distinct experiences and competitive advantage.

An industry source noted that many established products already have familiar flavors for consumers. Now, the deciding factor is whether a product delivers something new and interesting — and texture often provides that edge.

Experts say this trend reflects consumers’ broader desire for experience and fun, so the market for texture-focused foods is likely to keep growing.

Eun-hee Lee, a professor of consumer studies at Inha University, said, "For consumers who seek fun beyond flavor, texture becomes a key point of differentiation. Expect companies to keep introducing texture-focused products to win over customers."